See How This Baby Food Brand Brought in 14,000+ Email Subscribers


You should never underestimate the power of a good email address, especially if you’re an ecommerce marketer. Get the right email from the right prospect, and you can build a long-term relationship that’ll make them want to buy from you over and over again.

This is something Kelsey Rostad, Marketing Manager at the design and marketing studio Banan, knew would be important for her client, Love Child Organics. Kelsey loved working with this organic baby food brand so much that she sometimes thought of them as a fast-growing child of her own.

Kelsey Rostad, Banan

Love Child Organics is a personal favorite client of mine. I love them so much because they’re super wholesome. Their brand is just so well developed … it’s a lot of fun to do their marketing.

A screenshot of the Love Child Organics homepage

So when Kelsey found out Love Child Organics was interested in selling some of their baby food products online, she knew what they had to do: start building a stronger email marketing list.

Over the course of about a year, Kelsey used Unbounce-built landing pages and social ads on Facebook and Instagram to grow Love Child Organic’s email marketing list from 2,000 to more than 16,000 subscribers. (Oh, baby!) You can watch the video below to hear from Kelsey herself about how they did it, or keep reading to get the full scoop.

Want to build your email marketing list? With Unbounce landing pages, you can easily create lead gen campaigns that turn more browsers into buyers. Start your free 14-day trial to get started today.

The Challenge: How Do You Turn Instagram Followers Into Email Subscribers?

When Kelsey started working with Love Child Organics, the brand was already kinda Insta-Famous, with an impressive 25,000 Instagram followers. But despite their strong presence on social media, only 2,000 parents had signed up to be email subscribers. To Kelsey, this was a sign of a disconnect.

Kelsey Rostad, Banan

The client saw a lot of value in social media, which is great. But I knew that to get directly into a consumer’s inbox would be so much more important and so much more valuable.

A screenshot of the Love Child Organics Instagram

But why not just market to the parents who were already following them on Instagram? Kelsey knew this would be part of their growth strategy, but that they couldn’t rely solely on social media to drive sales.

Kelsey Rostad, Banan

A lot of marketers are having issues with organic reach when it comes to social media. So even if you have 25,000 followers, you might only be reaching 2,000 of them per post. And are they even looking at it?

With their social media channels, Kelsey could never be totally in control of what her audience would see. (Plus, maybe all the moms would switch over to TikTok next week, who knows?) If they were going to launch as an ecommerce brand in the future, Love Child Organics needed a direct line of communication that they could rely on for years to come.

Kelsey Rostad, Banan

Whenever we launch a new product or a new campaign, we need to be able to go directly to the customer. It wouldn’t cost us any extra money once we got those emails.

The Solution: The Lookalike Strategy That Created a Baby Food Email Boom

To start collecting email addresses from interested parents, Kelsey knew she would have to create a compelling offer. And using landing pages would be the best way for her to put a spotlight on that offer.

Kelsey Rostad, Banan

Really, it comes down to telling the brand story in the best way possible. Unbounce helps us build landing pages that do that—while also guiding the eye towards the conversion.

Kelsey used Unbounce to quickly create an on-brand landing page that would help sell her idea: a free, printable coupon. In exchange for an email address, parents would be able to claim this exclusive offer.

The landing page Kelsey used to present the coupon offer. Click to see the whole thing.

To drive traffic to this page, Kelsey set up a series of ads on Facebook and Instagram that would specifically target new parents in Canada with children of a certain age. They also set up ads that would retarget their current social audience, past website visitors who weren’t already on the newsletter list, and a lookalike audience of current newsletter subscribers.

Kelsey Rostad, Banan

The campaign used social ads that linked to an Unbounce landing page. We focused on Facebook and Instagram for our ad strategy, because we knew that that’s where millennial moms were.

Love Child Organics Facebook Ad
An example of one of the Facebook ads Kelsey created for the campaign.

But while the campaign performed well, Kelsey knew that a free coupon wasn’t the most financially sustainable way to acquire new email addresses. That’s when she decided to create a piece of content marketing that new parents wouldn’t be able to resist.

Kelsey Rostad, Banan

We were getting a lot of questions on social media. ‘How do I introduce this food to my child? What should I make for them?’ So we created a comprehensive guide, all about introducing solid food to kids.

The landing page Kelsey created to present the solid foods guide. Click to see the whole thing.

Kelsey whipped up a new, on-brand landing page to highlight this offer using Unbounce, and started pointing social ads towards this gated resource. To help make sure she was targeting the right parents, Kelsey created a lookalike audience in Facebook based on the people who had already downloaded the PDF.

Kelsey Rostad, Banan

We found that once we got enough downloads of the solids guide PDF, that we had enough data from Facebook to create lookalike audiences of people that were actually downloading the PDF. And that really lowered our cost per acquisition because we were targeting essentially the exact same type of people who had already converted.

Lookalike audience targeting in Facebook
By using lookalike audiences, Kelsey was able to hone her targeting so the social ads hit exactly the right audience of health-conscious parents.

The Results: 16,000+ Email Subscribers and Counting

Both campaigns performed above and beyond Kelsey’s—and the client’s—expectations. In less than a year, Love Child Organics went from having around 2,000 email subscribers to over 16,000.

Even better, Kelsey says they were able to use A/B Testing in Unbounce and refined ad targeting to help lower their cost-per-email-acquisition. The coupon landing page started with a conversion rate of 43% and an average CPA of $2.00, but eight months later ended up converting at 69% with a CPA of $1.30—that’s a 60% increase in conversion rate!

Kelsey Rostad, Banan

We tested a lot of images. So should the baby be sitting in a high chair? Should they be with their mom? What age should they be? We actually found that photos of toddlers performed better than photos of babies, which was really surprising for us.

Two hero photos Banan tested on the Love Child Organics landing page.
Banan A/B tested different photographs of babies and toddlers to see which images performed better on their landing pages.

Using similar tactics, Kelsey was able to bring down the CPA for the Solid Foods Guide landing page from $3.00 CPA to $2.00 CPA over a four-month period. This was a big win for the client, since they no longer had to give away free coupons to get those email subscribers in the door.

And as Love Child Organics looks towards launching as an ecommerce brand in the future, Kelsey says Unbounce will help them create landing pages that put their products in the best possible spotlight.

Kelsey Rostad, Banan

We are definitely anticipating using landing pages to communicate any new products. They’re a great way to talk about the different ingredients, the benefits, the nutritional value … I find that plain old product pages aren’t the best way to introduce a new product like that.



Source link

332 Replies to “See How This Baby Food Brand Brought in 14,000+ Email Subscribers”

  1. I simply wanted to appreciate you yet again. I am not sure the things that I could possibly have taken care of without these methods provided by you over that area of interest. This was the difficult matter in my circumstances, however , understanding this specialised style you solved the issue made me to leap with delight. I am just grateful for this service and even sincerely hope you recognize what a powerful job you’re providing training people today by way of a site. Probably you have never encountered all of us.

  2. I enjoy you because of all of your work on this website. Gloria loves doing research and it’s really easy to understand why. Many of us learn all about the compelling method you offer powerful information by means of the web site and as well boost response from others on that issue while our child is always discovering a lot of things. Take advantage of the rest of the new year. You are always performing a first class job.

  3. I precisely wanted to say thanks again. I am not sure the things I would have created without those recommendations provided by you over this topic. It seemed to be a very frustrating matter for me personally, nevertheless being able to see the professional tactic you dealt with that forced me to leap with happiness. I will be happier for this help and thus trust you find out what a great job you were putting in training the mediocre ones using your webblog. I know that you’ve never encountered any of us.

  4. I precisely needed to thank you very much all over again. I am not sure what I would’ve implemented without those smart ideas revealed by you concerning this area of interest. It had become a frustrating dilemma in my position, nevertheless taking note of a new well-written style you handled it took me to jump with contentment. I am happier for your guidance as well as wish you are aware of an amazing job you are putting in instructing the mediocre ones all through a web site. I am sure you have never met any of us.

  5. Thank you for every one of your efforts on this site. Ellie take interest in setting aside time for investigation and it’s really obvious why. Almost all learn all regarding the lively mode you present insightful tricks through the web blog and even improve participation from other people about this article and our princess has always been studying a whole lot. Take pleasure in the remaining portion of the year. Your doing a great job.

  6. My husband and i felt so delighted when John could carry out his investigations through the ideas he discovered from your very own weblog. It’s not at all simplistic to just choose to be giving out key points that many others may have been selling. We do understand we need the blog owner to appreciate for this. The main explanations you’ve made, the easy site menu, the friendships you can make it possible to engender – it’s most sensational, and it is leading our son and us imagine that the idea is enjoyable, and that’s extremely pressing. Thanks for everything!

  7. I precisely had to thank you so much once more. I am not sure the things I would’ve accomplished without the entire strategies shown by you on such question. It had been a real distressing setting in my opinion, nevertheless taking note of your specialized technique you processed it forced me to weep over gladness. Now i’m grateful for this advice and as well , wish you really know what an amazing job your are putting in teaching men and women by way of a blog. Most likely you’ve never come across all of us.

  8. I simply wanted to thank you so much again. I am not sure what I would’ve taken care of without these concepts discussed by you directly on my concern. Entirely was a very terrifying circumstance in my opinion, however , considering the skilled technique you processed that took me to jump with joy. I’m just happier for this information and in addition expect you find out what an amazing job that you’re carrying out teaching the rest through the use of your websites. I am sure you’ve never got to know all of us.

  9. Thanks for each of your effort on this web site. Ellie delights in participating in internet research and it’s really obvious why. A lot of people learn all relating to the dynamic form you give effective tips and hints by means of your website and therefore inspire participation from visitors on this topic and our daughter is truly studying a whole lot. Take advantage of the remaining portion of the new year. You have been carrying out a really good job.

  10. I used to be very happy to search out this web-site.I wished to thanks for your time for this excellent learn!! I positively having fun with every little little bit of it and I have you bookmarked to take a look at new stuff you blog post.

  11. Needed to put you one bit of remark in order to thank you so much once again on the superb strategies you have shared on this page. It’s so surprisingly generous of people like you to deliver openly all some people could have sold as an e book to get some dough for their own end, notably now that you could have tried it if you desired. Those secrets likewise acted as the easy way to know that most people have the same passion the same as my personal own to learn much more concerning this issue. I am certain there are a lot more pleasant occasions in the future for those who read your site.

  12. I together with my buddies came reading the great points from your web blog and then at once got an awful feeling I never thanked the web site owner for those tips. All the boys came excited to read through all of them and now have seriously been making the most of these things. I appreciate you for getting quite helpful and also for picking these kinds of notable areas millions of individuals are really desperate to be aware of. My very own sincere regret for not expressing appreciation to you earlier.

  13. I must voice my passion for your kind-heartedness supporting individuals that should have help with this particular concern. Your personal commitment to getting the solution throughout had become surprisingly helpful and has frequently encouraged regular people much like me to get to their dreams. Your helpful help and advice means a great deal to me and far more to my fellow workers. Best wishes; from each one of us.

  14. I intended to post you a little word to give many thanks the moment again for your personal gorgeous techniques you have provided here. It is really pretty generous with you giving unhampered precisely what some people could possibly have marketed for an ebook to make some profit on their own, even more so considering that you might have tried it in the event you considered necessary. These suggestions in addition served like a great way to be sure that many people have the identical keenness much like mine to learn great deal more in terms of this condition. I believe there are thousands of more pleasurable periods in the future for many who go through your site.

  15. My wife and i felt absolutely contented Peter could carry out his investigations via the ideas he gained when using the site. It’s not at all simplistic to simply always be releasing secrets which usually other folks might have been making money from. And we realize we’ve got the website owner to thank because of that. Most of the explanations you made, the easy site menu, the friendships you will give support to engender – it is everything fabulous, and it’s really facilitating our son in addition to us recognize that that theme is cool, and that is quite fundamental. Many thanks for the whole lot!

  16. I simply wanted to send a small remark so as to thank you for all of the stunning steps you are writing at this site. My long internet investigation has at the end of the day been recognized with beneficial information to exchange with my friends and family. I would assume that many of us site visitors actually are very much blessed to be in a magnificent website with so many outstanding individuals with useful methods. I feel truly grateful to have seen the website page and look forward to many more fun times reading here. Thanks once more for everything.

  17. My wife and i got peaceful when Peter could round up his studies through the precious recommendations he grabbed through the site. It’s not at all simplistic just to happen to be giving away tactics that other folks might have been trying to sell. We remember we now have the website owner to thank for this. All of the illustrations you have made, the simple web site menu, the friendships you aid to instill – it’s got all excellent, and it’s really aiding our son and us consider that this situation is pleasurable, and that is exceptionally essential. Many thanks for the whole lot!

  18. I actually wanted to send a small note to be able to express gratitude to you for all of the pleasant techniques you are placing on this site. My prolonged internet search has finally been recognized with professional know-how to share with my partners. I ‘d claim that many of us visitors are truly endowed to dwell in a useful site with many perfect professionals with very helpful plans. I feel rather happy to have come across the web site and look forward to so many more pleasurable times reading here. Thanks once more for everything.

  19. I not to mention my friends have been reading the great helpful hints located on your web page and immediately developed a horrible suspicion I never thanked the blog owner for those techniques. The men are actually as a result passionate to learn them and have now in actuality been taking pleasure in them. I appreciate you for really being simply kind as well as for getting certain terrific information millions of individuals are really needing to know about. My very own honest apologies for not expressing gratitude to you sooner.

  20. Thank you so much for giving everyone remarkably splendid chance to read in detail from this site. It can be so useful plus jam-packed with fun for me and my office co-workers to visit your site on the least 3 times in a week to learn the fresh guides you will have. And definitely, I am just usually astounded for the outstanding inspiring ideas served by you. Some 1 ideas in this article are definitely the finest we’ve had.

  21. I have to show some appreciation to you just for rescuing me from this particular situation. As a result of scouting through the the web and finding notions which are not productive, I assumed my entire life was over. Living without the answers to the difficulties you’ve solved by means of your entire post is a serious case, and ones that could have adversely damaged my career if I had not come across your blog post. The skills and kindness in touching every aspect was useful. I am not sure what I would have done if I hadn’t come upon such a step like this. I can also now look ahead to my future. Thanks very much for this professional and result oriented help. I won’t be reluctant to refer the sites to anyone who ought to have guidance on this situation.

  22. My spouse and i have been joyful that Chris could complete his reports while using the ideas he discovered through your blog. It is now and again perplexing to simply possibly be handing out tips which often some other people might have been selling. We really see we have got the website owner to thank because of that. The entire explanations you made, the simple site menu, the relationships you will make it easier to engender – it’s got many exceptional, and it is making our son in addition to us consider that the topic is enjoyable, which is certainly extremely indispensable. Thanks for the whole lot!

  23. A lot of thanks for each of your hard work on this site. My niece take interest in making time for investigations and it’s really easy to understand why. We know all about the powerful way you convey practical guidance via this blog and as well welcome response from some other people on this article plus my daughter is really learning so much. Take advantage of the rest of the new year. You have been performing a brilliant job.

  24. I truly wanted to send a remark in order to thank you for all of the nice tricks you are giving at this website. My long internet research has at the end been recognized with reasonable knowledge to write about with my relatives. I would mention that we site visitors actually are unquestionably endowed to exist in a notable community with very many brilliant people with beneficial tricks. I feel truly privileged to have encountered your entire site and look forward to some more awesome moments reading here. Thanks once more for all the details.

  25. I really wanted to jot down a quick message to be able to thank you for these fantastic tips and tricks you are sharing on this site. My extended internet look up has finally been compensated with pleasant ideas to share with my colleagues. I would mention that many of us readers are very much lucky to exist in a superb community with so many awesome professionals with very helpful opinions. I feel very much fortunate to have used your site and look forward to plenty of more enjoyable moments reading here. Thanks again for a lot of things.

  26. My husband and i have been quite thankful that Albert managed to complete his homework while using the precious recommendations he came across while using the site. It is now and again perplexing to simply choose to be giving freely instructions which often others could have been trying to sell. And we also recognize we’ve got you to thank for this. These illustrations you have made, the simple web site navigation, the friendships you make it possible to engender – it’s got most impressive, and it’s really assisting our son in addition to us understand this subject is brilliant, which is certainly seriously pressing. Thanks for the whole lot!

  27. I have to show thanks to this writer for bailing me out of this particular situation. After looking out throughout the the web and coming across strategies which are not powerful, I thought my life was done. Being alive without the presence of answers to the issues you’ve fixed all through the site is a serious case, as well as those which could have negatively affected my career if I hadn’t discovered the website. Your personal talents and kindness in dealing with all areas was helpful. I am not sure what I would’ve done if I hadn’t come upon such a subject like this. It’s possible to at this time look ahead to my future. Thanks very much for your expert and effective guide. I won’t think twice to refer your blog post to anybody who would need guidelines about this subject matter.

  28. I want to show appreciation to you for bailing me out of this type of issue. Just after searching throughout the internet and meeting basics which were not pleasant, I thought my entire life was gone. Living without the strategies to the difficulties you have fixed as a result of your entire guideline is a serious case, and the ones which could have badly damaged my entire career if I had not encountered your blog post. Your personal expertise and kindness in playing with all the pieces was precious. I am not sure what I would have done if I hadn’t come upon such a point like this. I can at this point look forward to my future. Thanks for your time so much for the reliable and results-oriented help. I won’t think twice to suggest your web site to anybody who wants and needs care about this topic.

  29. Thanks for all of the hard work on this blog. My mother take interest in engaging in investigations and it’s really easy to understand why. A number of us learn all about the compelling medium you render sensible solutions by means of this blog and as well invigorate contribution from other ones on the article so our child is really being taught so much. Have fun with the rest of the new year. You are carrying out a fabulous job.

  30. I wish to convey my gratitude for your generosity giving support to those people that actually need assistance with your idea. Your special commitment to passing the solution all over appeared to be remarkably effective and has without exception helped many people like me to achieve their targets. The interesting help and advice implies a great deal a person like me and much more to my fellow workers. Thanks a lot; from everyone of us.

  31. Taxi moto line
    128 Rue la Boétie
    75008 Paris
    +33 6 51 612 712  

    Taxi moto paris

    When I originally commented I appear to have clicked on the -Notify me when new comments are added- checkbox and from now
    on whenever a comment is added I recieve 4 emails with the same comment.
    Perhaps there is an easy method you are able to remove me from that service?
    Kudos!

Leave a Reply

Your email address will not be published. Required fields are marked *